| Title | Alphabet |
| Agency |
Mustoes
|
| Campaign |
Penguin
|
| Advertiser |
Penguin Books
|
| Brand |
Penguin
|
| Posted | July 2000 |
| Product |
Corporate
|
| Business Sector | Newspapers, Magazines, Books
|
| Story | Again the ad is very minimalist in its art-direction deploying just two visual elements off a white backgound. This ad is very much the lead execution in the campaign. It makes for the clearest expression of the claim of the advertising; that Penguin owns language. |
| Philosophy | The task entrusted to Mustoe Merriman Herring Levy was to position Penguin as a purveyor of distinction, innovation and entertainment. The brand strategy for the advertising was to 'claim ownership of language and reading'. |
| Problem | Penguin Books is the leading publisher in the UK. To an extent, however, it had become a victim of its own success. The logo is so familiar, the famous old orange spines so prevalent that book buying consumers had begun to perceive Penguin as an old-fashioned brand. Penguin needed to move away from such school-room associations and create a public image more in keeping with its cutting-edge publishing output. |
| Media Type |
Magazine
|
| Market | United Kingdom |
| Creative Director |
John Merriman
|
| Copywriter |
Simon Hipwell
|
| Art Director |
Dean Hunt
|
